Halloween Scream
OOH | Display | Paid Social
Hever Castle was keen to broaden their main audience, the family market within 1.5 hour drivetime or those staying in the area, to a wider audience, and to shift away from print to digital. Whilst the family market is their main audience they wanted to target younger people, couples and friends groups, particularly for their Halloween Scream experiential event aimed at teenagers and 20-somethings.
We ran awareness and conversions activity targeted to families looking for attractions or entertainment using booking data with a prospecting and retargeting split to capture new audiences and encourage existing audiences to return. We also ran a dedicated Halloween Scream campaign targeted to parents and teenagers aged 14 upwards. For this we used bus advertising using bus depots feeding high-footfall areas within a radius of Hever Castle and a Snapchat campaign aimed at younger audiences. All campaign benchmarks were exceeded with a high ROAS.
We have been delighted with the results of the campaigns that we have worked on with Fabbrica. They have been excellent at offering wide ranging solutions to meet specific marketing problems and have helped us to reach new and wider audiences by accessing new marketing channels not previously utilised by Hever Castle. They are insightful, have a great understanding of the tourism market and provides added value with the social listening and audience insights that he provides which are now helping to driving future strategy.
Sarah Cole, Marketing & Communications Manager, Hever Castle & Gardens
OOH Bus Streetliners
Snapchat Paid Social